Principle: Study at the source of wisdom
You know the show Mad Men?
Don Draper is based on David Ogilvy - the OG of ad men who founded the ad agency Ogilvy and Mather (8,817 employees) and ran it from 1948-1979.
He made ads for Rolls Royce, IBM, Shell Oil, Sears, Schwepps, Dove, American Express… Puerto Rico.
He wrote four books that read like melted butter on a dinner roll:
Blood, Brains & Beer: The Autobiography of David Ogilvy
Ogilvy on Advertising - (this is the one you want)
Here’s his quote about a little book you’ve never heard of called Scientific Advertising:
Nobody, at any level, should be allowed to have anything to do with advertising until he has read this book seven times
Tactics
Not many tactics today.
The point is you need to read this book if you’re serious about selling stuff.
It’s a series of tactical descriptions of how the old, direct-mail advertising pros mastered the art with nothing but cold, hard conversion rate numbers to direct them.
It’s about the science behind what sells products.
The next several newsletters will follow the main points derived from Scientific Advertising.
Habits/Experiments
Just go spend the $.99 cents to buy the book.
Mike
P.S. If you’ve got an entrepreneur or wantrepreneur in your life, and you want them reading this send here to sign up.
Today’s inspiration: Scientific Advertising by Claude C. Hopkins